How do urban agriculture initiatives communicate on farming across society? An exploration of awareness, responsibility, and pride messages on social media

Urban Farm DB summary

This study explored how urban agriculture initiatives communicate about farming by analyzing social media messages related to awareness, responsibility, and pride. Based on 28 interviews with professionals and data from four Instagram accounts in Pennsylvania and Illinois, the research found that urban agriculture dialogues encourage discussions on healthy eating and critical assessment of industrial agriculture. Instagram messages frequently emphasize responsibility and pride, but rarely address the economic aspects of farming.